Tone of voice. You’ve probably noticed that it makes a big difference in conversation, whether it’s with a surly teenager, a passive aggressive partner, or snarky coworker. But have you noticed how it can make a difference for a brand? Brands can have a voice, just...

If there’s one trend that’s sweeping across the tech space right now, it’s simplicity. Real words — or real close to real words — are where it’s at. This is quite refreshing to see after all the coined names we’ve seen in tech over the past decade, from...

Do or do not. There is no try. — Yoda Yoda’s advice works in pretty much any situation, and naming is no exception. There is no try when it comes to renaming a company: Do it, or don’t do it. Are you thinking about renaming your company? If so, before you start,...

When re-naming a company, a big part of the new name’s success rests on proper socialization. It’s important to keep in mind that every employee of a company feels some ownership of the name, as their employment is a major part of their own identity. Whether they love...

If you look at the names of competitors in your category — or at a list of current names in any category — you’ll notice trends. It could be anything from silly words in the 90s (think Google, Yahoo) to dropped vowels in the 00s (Motorola’s Razr and Krzr,...